GrowGeneration is the largest specialty hydroponic and organic garden center chain in the U.S., supplying cultivators of cannabis, hemp, fruits, and vegetables with nutrients, growing media, lighting, HVAC, benching, fertigation, and automation equipment. The company operates two segments: Cultivation and Gardening (~83% of revenue), its core hydroponic and gardening business, and Storage Solutions (~17% of revenue), operated under the MMI brand, which provides customized high-density mobile storage systems and related services to retailers, warehouses, and other commercial customers. GrowGeneration sells through retail and B2B fulfillment locations, a commercial sales force, a B2B e-commerce portal, and wholesale distribution to mass-market retailers including Home Depot, Walmart, and Lowe's. The company has been deliberately shifting away from walk-in retail toward commercial and wholesale channels, closing stores from a peak of 65 to 23 locations across 10 states. A central part of this transition is growing its portfolio of proprietary brands — including Charcoir, Drip Hydro, Power Si, and Ion Lighting — which carry higher margins than third-party products and grew from 24% to 33% of Cultivation and Gardening revenue between 2024 and 2025, with a target of 40% by end of 2026. GrowGeneration also offers a project-based service, GrowGeneration Build, which helps commercial operators build or modernize cultivation facilities.